By Charles Tan
Many hotels proudly say,
“Our marketing drives bookings.”
But the more important question is:
Are those bookings valuable?
In reality:
- Bookings come, but at the wrong time
- Bookings come, but from the wrong segment
- Bookings come, but always at the lowest rate
The result:
- Rooms are full when they shouldn’t be
- Rooms are empty when they should sell high
- Teams work harder, but revenue doesn’t grow
- RevPAR and GOP fail to improve
This is the classic problem of
marketing operating separately from revenue strategy.
When marketing ignores:
- Seasonality
- Price sensitivity
- Segment profitability
It may perform well —
but it doesn’t perform profitably.
🔥 One-Line Executive Summary
Good marketing doesn’t just fill rooms.
It fills the right rooms, at the right time,
for the right guests, at the right price.
